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Dashboard Glossary
Dimensions
| Dimension | Definition |
|---|---|
| Network Type | Organic / UA |
| Media Source | Ad channels |
| Region | A larger area, which may consist of multiple countries or markets. |
| Country/Market | A country or market |
| Platform | The platform that the game is running on such as Steam, Epic, Xbox etc. Note: the media-specific metrics are incompatible with this dimension because they can't be split when multiple platforms are placed in the single game website. |
| Campaign Type | Newinstall / Reattribution / Others Note: it's retrieved from a certain field of the campaign name to split the cost. |
| Campaign | Campaign name |
| Adgroup | Ad group/ad set name |
| Ad | Ad name. |
Metrics
Daily Metrics
| Metric | Definition |
|---|---|
| Cost | The amount of money spent on ads in your selected period. |
| Impressions | The number of times your ad is shown on screens. |
| Clicks | The number of times your ad has been clicked. |
| Conversions | The number of times your ad achieved an outcome(conversion), based on the objective and settings you selected. |
| Install | The number of new User IDs in your selected period. Definition of install: The User ID who opens the game for the first time. |
| Revenue | The total amount of in-game revenue in your selected period. |
| Avg DAU | The average number of unique daily active User ID in your selected period. |
| CTR | Click through rate. The ratio showing how often people who see your ad end up clicking it. Clicks/Impressions*100% |
| CVR | Conversion rate. The ratio shows how often, on average, an ad click leads to a conversion. Conversions / Clicks *100% |
| CPM | Cost per mille impressions. The average amount of money you've spent per 1,000 impressions of your ad. |
| CPC | Cost per click. The average amount of money you've spent on a click. Cost/Clicks |
| CPI | Cost per install. Cost / Install. |
| CPA | Cost per action. The average amount of money you've spent on a conversion action. Cost/Conversion |
| IPM | Install per mille impressions. The average amount of installs per 1,000 impressions of your ad. |
Cohort Metrics
Cohort metric descriptions and calculations will depend upon which day after install.
| Metric | Definition |
|---|---|
| D(x) Retention | The number of new User IDs in your selected period who have launched the game on Day X. |
| D(x) Retention % | D(x) Retention / Install |
| D(x) Revenue | The amount of revenue up to Day X by new User IDs in your selected period |
| D(x) LTV | D(x) Revenue / Install |
| D(x) Payer | The number of new User IDs in your selected period who have completed a purchase up to Day X |
| D(x) Payer % | D(x) Payer / Install |
| D(x) ROAS | D(x) Revenue / Cost |
Store-specific Metrics
The following metrics can only be broken down when the steam UTM be configured.
| Metrics | Definition | Source | Steam Report |
|---|---|---|---|
| Trusted Visits (Store) | A subset of Total Visits, excluding bot traffic and search crawlers | Steam | UTM Analytics |
| Tracked Visits (Store) | The total number of visits to your product page for which users were also logged in. | Steam | UTM Analytics |
| Tracked Wishlists (Store) | Wishlist conversions by tracked visits during the selected date range | Steam | UTM Analytics |
| Tracked Purchases (Store) | Total purchase conversions by tracked visits during the selected date range | Steam | UTM Analytics |
| Tracked Activations (Store) | Total free to play installs and CD-key activations by tracked visits during the selected date range | Steam | UTM Analytics |
The following metrics could only be broken down by regions and countries.
| Metrics | Definition | Source | Steam Report |
|---|---|---|---|
| Units (Store) | Units from Steam report "Regions and Coupinntries" | Steam | Regions and Countries |
| Revenue (Store) | Revenue from Steam report "Regions and Countries" | Steam | Regions and Countries |
| Wishlists (Store) | Wishlist balance from Steam report "Regions and Countries" | Steam | Regions and Countries |